distance from perfect: marketing w/ the human algorithm - ddw

Distance from Perfect Ian Lurie CEO, Portent @portentint

Ian’s Roofing

AAAIan’s Roofing

AAAAAAAAIan’s Roofing

WHAT WE GET

As a explicit art fashionable for an advertising organization, you will job to assist put up for auction customers' crop and/or armed forces to their aim marketplace by your original skill and technological ability. Your skills and ability will be used to put the clients' offerings and brand image in the best possible light, whether through television, the Internet or various print mediums.

back the @#$! off

Perfect Me

Chase this

mwahahahaha

Perfect I’M SO CUTE & FLUFFY. REMEMBER ME IN YOUR

DREAMS.

Imperfect

you’ll remember me. in your nightmares.

The human brain measures

Distance From Perfect

It’s programmed into us

might eat us

Perfect

No eyes

Perfect

No eyes + overbite

Perfect

No eyes + overbite + hairless

Perfect

No eyes + overbite + hairless + chews through concrete

Perfect


It’s the sum of many things

Every algorithm wants minimal Distance From Perfect

money money money

Ian Lurie I Portent I CEO I [email protected] I @portentint

PPC Quality score

An Adwords quality score of 1 can increase click costs 600%

Facebook

yo

Google

Successful digital marketing minimizes

Distance From Perfect

Will

Ask

10,000 blog posts

move me closer to perfect than my competitors?

5,000 blog posts

i need more blog posts!!!!

5,000 blog posts

10,000 blog posts

!!@#)(*!$!!

Broken links + slow + writing + fewer blog posts

Perfect

Them

Me

Broken links + slow + writing

Perfect

Them

Me

CONTENT

it’s all content for

@#$)(!*@ sake

Will

Ask

using the right words


“I sell athletic footwear! Not running shoes!” “Philistine!”

Hidden for “privacy”

Adwords Keyword Planner

AUDIENCE Google Insights for Search

Onsite search data

MOZ Keyword Explorer

Will

Ask

being fully descriptive


The blank sheet of paper test

Would this, written on a blank sheet of paper, explain the contents to a complete stranger?

No Supreme Court Tries Sodomy

Yes Supreme Court Tries Sodomy Case

NEW PRE-OWNED SPECIALS

Could be anything

Navigation

Spoke n Spoke Car Company

NEW GM CARS PRE-OWNED SPECIALS

Fully descriptive

Spoke n Spoke Car Company

Navigation

Title tag

No New & Used BMW 330e for sale

Title tag

Yes New BMW 330e for sale

Title tag

No The Pedal Pusher

Title tag

Yes Bicycles and bike repair – The Pedal Pusher

Title tag

Description tag

Use your highest-clickthru PPC ad text as your description tag

-Wil Reynolds

Description tag

Ian Lurie I Portent I CEO I [email protected] I @portentint

Screaming Frog

Title tags

Screaming Frog

ALT attributes

Screaming Frog

Headings

Screaming Frog

Will

Ask

getting relevant


AnswerThePublic.com

Least DFP = The Answer Box

Higher relevance score

we are pleased

Gets shared Gets linked

Will

Ask

fewer mistakes


Want to be in the top 5% of all web sites?

Check your spelling.

CREDIT: ZEKE MILLER, TIME REPORTER

THAT FEELS LIKE THIS

Grammarly

Hemingway App

Perfect

Them

Me

Relevant

Perfect

Them

Me

Relevant + mistake-free

Perfect

Them

Me

Relevant + mistake-free + useful

Perfect

Them

Me

Relevant + mistake-free + useful + fully descriptive

Perfect

Them

Me

WHY?

$-

$10.00

$20.00

$30.00

1 2 3 4 5 6 7 8 9 Load time (seconds)

Page Value vs. Load Time

Will

Ask

faster-loading images


PNG for vector/few colors JPG for photos/lots of colors

5kb png

30kb jpg

700kb png 64kb jpg

1.1 megabyte jpg

270kb jpg

Imageoptim (MacOS), Caesium (PC)

270kb jpg

Use Layering

Will

Ask

cleaner code


35,000 lines of code

Perfect

Them

Me

Compressed images

Perfect

Them

Me

Compressed images + image format

Perfect

Them

Me

Perfect

Them

Me

Compressed images + image format + code that isn’t painful

HYGIENE I WILL $#@! IN

EVERY CORNER OF THIS HOUSE

Will

Ask

fixing broken links


Screaming Frog

Product

Your customers

Social media

Search engines

“Sorry, this isn’t available. Here are some other options.

Or, we can notify you when it’s back.”

Preserves authority Avoids redirects and broken links

Makes visitors happier

OpenSiteExplorer.org

Will

Ask

fixing broken external links


Their site

Your site

Unhappy visitors Lost authority

Bing Webmaster Tools

Google Search Console

OpenSiteExplorer.org

Will

Ask

using the right response codes


Page is good = 200

Page replaced forever = 301

Page replaced for now = 302

Page gone = 404

It all broke = 501

Will telling browsers a broken link isn’t a broken link move me closer to perfect?

liar liar pants on fire

Will telling browsers a broken link isn’t a broken link move me closer to perfect?

all is forgiven

Will

Ask

removing duplicate content


/purplepeopleeaters /purplepeopleeaters?p=1

www.mysite.com www.mysite.com/index.html

mysite.com

whoa say what now?

Costs you “crawl budget”

i’m outta here

Screaming Frog

Excel detect duplicates

Perfect

Them

Me

Working links

Perfect

Them

Me

Working links + offsite links

Perfect

Them

Me

Working links + offsite links + server response

Perfect

Them

Me

Working links + offsite links + server response + uniqueness

Perfect

Them

Me

rel=canonical?

Working links + offsite links + server response + rel canonical

Perfect

Them

Me

Will

Ask

interstitials


Interstitials

Perfect

Them

Me

MAKING PEOPLE DO THIS

MAY BACKFIRE

IF THINGS GO WRONG

FIX THEM

DFP SHRINKS A LITTLE AT A TIME


How it looks Features and design


How it looks

How it drives

Features and design


Features and design

How it drives

Smells nice


Features and design

How it drives

Smells nice Works

Content Speed Hygiene Don’t @#$! Up If you do, be nice

THE MAGIC, RAINBOW-FILLED FINISH

THE MAGIC, RAINBOW-FILLED FINISH

phrrbt

THIS IS FUTURE PROOF

THIS OPTIMIZES FOR THEIR ALGORITHMS

BY TAPPING OURS

CEO, PORTENT portent.com @portentint [email protected]

Small, unmarked bills only

The Links: http://portent.co/dfp-ddw

distance from perfect: marketing w/ the human algorithm - ddw

Marketing